Media alert- Online trust in BA crashes and burns on the back of Kardashian tweet

(PresseBox) (London, 14.06.2012)A new measure of the business impact of online sentiment, Satmetrix SparkScore(TM) , launching today, has highlighted how a single tweet* from Kim Kardashian has knocked BA's social media reputation.

www.spark-score.com - a free website that provides brands and the wider general public around the world, the ability to see social Net Promoter Score® (NPS®), i.e. SparkScore, on a weekly basis and compare it to best, worst and average scores across the industry. Within the airline industry, it shows how British Airways' SparkScore, which was previously tracking above the average for the airline sector, plummeted to the bottom of the rankings as a result of Miss Kardashian's tweet about 'stolen' possessions while on a BA flight to Los Angeles. Want to see how other brands across other industries fare, you can at www.spark-score.com

Richard Owen, CEO of Satmetrix said: "This is yet another example of comments on the social web hurting brands. We've always known word-of-mouth is the most powerful method of communication, however, this is the first time that the impact has been measured with a metric that can be tied to business performance."

*"Very disappointed in British Airways for opening my luggage & taking some special items of mine! Some things are sentimental & not replaceable" Kim Kardashian